Synopses & Reviews
Todays brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where likes” stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . .
As Lennon and McCartney wrote a half century ago, money cant buy you love. But in todays world, where people have become desensitizedeven disillusionedby ad campaigns and marketing slogans, that maxim needs an update: Money cant even buy you like.
Thats because weve entered the Relationship Era,” where the only path for businesses seeking long-term success is to create authentic customer relationships. Not through hip social media promotions, viral videos or blizzards of micro-targeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, just dont work in the long run.
So what does work in this bewildering new era? Where do authentic customer relationships” come from? The answers will make some leaders sigh with relief while others rip their hair out: Honesty. Transparency. Shared values. A purpose beyond profit. Sure you still need a high-quality product or service to offer, but thats not enough. Now that people can easily discover everything thats ever been said about your brand, you cant manipulate, seduce, persuade, flatter or entertain them into loyalty. You have to treat them like flesh-and-blood human beings, not abstract consumers or data points on a spreadsheet.
It may sound like the woo-woo language of self-help books and inspirational wall posters. But as Garfield and Levy show in this book, its the deadly serious reality of business in the 2010s. Its why General Motors abandoned its $10 million annual budget for Facebook ads, and why some brands have hurt themselves badly on social media by nagging, interrupting, abusing and generally ticking off their customers.
The good news is that some companies have already embraced the Relationship Era and are enjoying consistent growth and profits while spending substantially less on marketing than their competitors. The authors show what we can learn from case studies such as . . .
- Patagonia, a clothing company with a passion for environmentalism, which solidified its customer relationships by urging people NOT to buy one of its jackets.
- Panera Bread, which doubled per-store sales by focusing on ways to create a welcoming environment while spending just 1 percent of sales on advertising.
- Secret, the womens antiperspirant brand, which gained significant share by focusing on its commitment to strong women.
- Krispy Kreme, which has built a near cult of loyal Facebook and Twitter fans, all but obliterating the need for paid advertising.
Blending powerful new research, fascinating examples and practical advice, Garfield and Levy show how any company can thrive in the Relationship Era.
Review
“This is a fabulous book that describes a revolutionary new vision for marketing, the Relationship Era, based on purpose, authenticity, trust and care. Written in an easy-to-read style and full of interesting stories, this book is both inspiring and fun. I give it my highest recommendation.”
—John Mackey, founder and co-CEO, Whole Foods
“This book is funny, a bit profane and utterly profound. At Patagonia, we cherish our relationships, but these guys have located and explained dimensions of the Relationship Era that opened my eyes—and mind. What an enjoyable and enlightening journey.”
—Casey Sheahan, CEO, Patagonia
“Cant Buy Me Like speaks clearly to the challenges every CEO and CMO is confronting. It identifies the collapse of mass marketing as we have known it and provides example after example of how successful companies build trust in the ‘new world.”
—Ron Shaich, founder, chairman and co-CEO, Panera Bread
“The digital and social revolution has challenged even the most sophisticated marketers among us. But thankfully Garfield and Levy have given us a much needed blueprint for thriving in this new relationship era of marketing. This is the book I dont want my competitors to read.”
—Eric Ryan, cofounder, Method, and author of The Method Method
“At last! Garfield and Levy have delivered a manifesto on what really matters to brands today: honest relationships. They do so by focusing not on our shiny social technologies but on the fundamentally changed relationship between business and customer in a world that looks less like a megaphone and much more like a network. Read this book; then challenge your business to live by it!”
—David Rogers, author of The Network Is Your Customer
“Cant Buy Me Like compellingly captures one of the biggest trends of our time. If there is a gap between a businesss image and its reality, it will soon be found out and the business will be punished for it. Using their in-depth industry knowledge in this beautifully written and immensely readable book, Garfield and Levy describe in detail how to succeed in the new world.”
—David Jones, global chief executive officer, HAVAS, and author of Who Cares WIns
“Garfield and Levy show how smart, conscious marketers can leverage todays extraordinary technologies to build authentic relationships with customers based on trust, authenticity and shared purpose. This book will usher in a new renaissance in which the marketing function can finally fulfill its own largely unrealized higher purpose.”
—Raj Sisodia, coauthor of Conscious Capitalism and Firms of Endearment, marketing professor, Bentley University
“At Zappos, relationships have always been a top priority. Cant Buy Me Like explores why this is so important for all companies. Garfield and Levy smartly describe how to build relationships with customers, vendors and employees to create an extraordinary business.”
—Tony Hsieh, author of Delivering Happiness and CEO, Zappos.com, Inc.
Synopsis
The most important question for any organization
There's a naturally occurring pattern shared by the people and organizations that achieve the greatest long-term success. From Martin Luther King Jr. to Steve Jobs, from the pioneers of aviation to the founders of Southwest Airlines, the most inspiring leaders think, act, and communicate the exact same way-and it's the complete opposite of everyone else.
The common thread, according to Simon Sinek, is that they all start with why. This simple question has the power to inspire others to achieve extraordinary things.
Any organization can explain what it does; some can explain how; but very few can clearly articulate why. Why do we offer these particular products or services? Why do our customers choose us? Why do our employees stay (or leave)? Once you have those answers, teams get stronger, the mission clicks into place, and the path ahead becomes much clearer.
Starting with why is the key to everything from putting a man on the moon to launching the iPod. Drawing on a wide range of fascinating examples, Sinek shows readers how to apply why to their culture, hiring decisions, product development, sales, marketing, and many other challenges. Some naturally think this way, but Sinek proves that anyone can learn how.
Synopsis
The inspiring, life-changing bestseller by the author of LEADERS EAT LAST and TOGETHER IS BETTER.
In 2009, Simon Sinek started a movement to help people become more inspired at work, and in turn inspire their colleagues and customers. Since then, millions have been touched by the power of his ideas, including more than 28 million who ve watched his TED Talk based on START WITH WHY -- the third most popular TED video of all time.
Sinek starts with a fundamental question: Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?
People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it.
START WITH WHY shows that the leaders who've had the greatest influence in the world all think, act, and communicate the same way -- and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY."
Synopsis
The inspirational bestseller that ignited a movement and asked us to find our WHY
Discover the book that is captivating millions on TikTok and that served as the basis for one of the most popular TED Talks of all time--with more than 56 million views and counting. Over a decade ago, Simon Sinek started a movement that inspired millions to demand purpose at work, to ask what was the WHY of their organization. Since then, millions have been touched by the power of his ideas, and these ideas remain as relevant and timely as ever.
START WITH WHY asks (and answers) the questions: why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?
People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it.
START WITH WHY shows that the leaders who have had the greatest influence in the world all think, act and communicate the same way--and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.
Synopsis
According to Sinek, the most inspiring leaders ask "why" an organization does what it does. This simple question has the power to encourage others to achieve extraordinary things, and Sinek shows readers how to apply this philosophy to their workplace.
Synopsis
Why do you do what you do?
Why are some people and organizations more innovative, more influential, and moer profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over?
People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers might have little in common, but they all started with why. It was their natural ability to start with why that enabled them to inspire those around them and to achieve remarkable things.
In studying the leaders who've had the greatest influence in the world, Simon Sinek discovered that they all think, act, and communicate in the exact same way -- and it's the complete opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be lead, and people can be inspired. And it all starts with WHY.
Any organization can explain what it does; some can explain how they do it; but very few can clearly articulate why. WHY is not money or profit-- those are always results. WHY does your organization exist? WHY does it do the things it does? WHY do customers really buy from one company or another? WHY are people loyal to some leaders, but not others?
Starting with WHY works in big business and small business, in the nonprofit world and in politics. Those who start with WHY never manipulate, they inspire. And the people who follow them don't do so because they have to; they follow because they want to.
Drawing on a wide range of real-life stories, Sinek weaves together a clear vision of what it truly takes to lead and inspire. This book is for anyone who wants to inspire others or who wants to find someone to inspire them.
Synopsis
andquot;A powerful and penetrating exploration of what separates great companies and great leaders from the rest.andquot;
-Polly LaBarre, coauthor of Mavericks at Work
Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty?
In studying the leaders who've had the greatest influence in the world, Simon Sinek discovered that they all think, act, and communicate in the exact same way-and it's the complete opposite of what everyone else does. People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers might have little in common, but they all started with why.
Drawing on a wide range of real-life stories, Sinek weaves together a clear vision of what it truly takes to lead and inspire.
Synopsis
Every marketer and CEO has felt the ground shifting beneath their feet. Most have responded by either doubling down on increasingly inefficient advertising or by putting blind faith in the supposed mystical powers of social media. Only the most thoughtful brands have followed a third path—the only path to meaningful returns in the dawning Relationship Era. To remain relevant and sustain growth, businesses must now create and cultivate authentic customer relationships, based on shared values, in all they do. For example:
- Patagonia, as part of its dedication to the environment, increases loyalty by urging customers not to buy its products.
- Secret gained market share by launching a movement to champion strong women.
- Krispy Kreme has built a near cult of loyal Facebook fans, obliterating the need for paid advertising.
- Zappos, which couldn’t afford to advertise, made customer relationships the focus of its marketing.
Drawing on proprietary research and decades of experience, Garfield and Levy show how brands can outperform their competitors and inspire their employees— while also spending fewer marketing dollars.
Synopsis
The highly anticipated follow-up to Simon Sinek’s global bestseller Start with Why Simon Sinek is an optimist, a visionary thinker, and a leader of the cultural revolution of WHY. His second book is the natural extension of
Start with Why, expanding his ideas at the organizational level. Determining a company’s WHY is crucial, but only the beginning. The next step is how do you get people on board with your WHY? How do you inspire deep trust and commitment to the company and one another? He cites the Marine Corps for having found a way to build a culture in which men and women are willing to risk their lives, because they know others would do the same for them. It’s not brainwashing; it’s actually based on the biology of how and when people are naturally at their best. If businesses could adopt this supportive mentality, employees would be more motivated to take bigger risks, because they’d know their colleagues and company would back them up, no matter what. Drawing on powerful and inspiring stories, Sinek shows how to sustain an organization’s WHY while continually adding people to the mix.
Synopsis
andquot;A powerful and penetrating exploration of what separates great companies and great leaders from the rest.andquot;
-Polly LaBarre, coauthor of Mavericks at Work
Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty?
In studying the leaders who've had the greatest influence in the world, Simon Sinek discovered that they all think, act, and communicate in the exact same way-and it's the complete opposite of what everyone else does. People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers might have little in common, but they all started with why.
Drawing on a wide range of real-life stories, Sinek weaves together a clear vision of what it truly takes to lead and inspire.
Synopsis
The highly anticipated follow-up to the acclaimed bestseller Start With Why Simon Sineks mission is to help people wake up every day inspired to go to work and return home every night fulfilled by their work. His first book, Start With Why, offered the essential starting point, explaining the power of focusing on WHY we do what we do, before getting into the details of WHAT and HOW. Start With Why became an instant classic, with a loyal following among Fortune 500 companies, entrepreneurs, nonprofits, governments, and the highest levels of the U.S. Military.
Now Sinek is back to reveal the next step in creating happier and healthier organizations. He helps us understand, in simple terms, the biology of trust and cooperation and why theyre essential to our success and fulfillment. Organizations that create environments in which trust and cooperation thrive vastly out perform their competition. And, not coincidentally, their employees love working there.
But truly human” cultures dont just happen; they are intentionally created by great leaders. Leaders who, in hard times, would sooner sacrifice their numbers to protect their people, rather than sacrifice people to protect their numbers, are rewarded with deeply loyal teams that consistently contribute their best efforts, ideas and passion.
As he did in Start With Why, Sinek illustrates his points with fascinating true stories from many fields. He implores us to act sooner rather than later, because our stressful jobs are literally killing us. And he offers surprisingly simple steps for building a truly human organization.
Synopsis
Why do only a few people get to say I love my job”? It seems unfair that finding fulfillment at work is like winning a lottery; that only a few lucky ones get to feel valued by their organizations, to feel like they belong.
Imagine a world where almost everyone wakes up inspired to go to work, feels trusted and valued during the day, then returns home feeling fulfilled.
This is not a crazy, idealized notion. Today, in many successful organizations, great leaders are creating environments in which people naturally work together to do remarkable things.
In his travels around the world since the publication of his bestseller Start with Why, Simon Sinek noticed that some teams were able to trust each other so deeply that they would literally put their lives on the line for each other. Other teams, no matter what incentives were offered, were doomed to infighting, fragmentation and failure. Why?
The answer became clear during a conversation with a Marine Corps general.
Officers eat last,” he said.
Sinek watched as the most junior Marines ate first while the most senior Marines took their place at the back of the line. Whats symbolic in the chow hall is deadly serious on the battlefield: great leaders sacrifice their own comforteven their own survivalfor the good of those in their care.
This principle has been true since the earliest tribes of hunters and gatherers. Its not a management theory; its biology. Our brains and bodies evolved to help us find food, shelter, mates and especially safety. Weve always lived in a dangerous world, facing predators and enemies at every turn. We thrived only when we felt safe among our group.
Our biology hasnt changed in fifty thousand years, but our environment certainly has. Todays workplaces tend to be full of cynicism, paranoia and self-interest. But the best organizations foster trust and cooperation because their leaders build what Sinek calls a Circle of Safety that separates the security inside the team from the challenges outside.
The Circle of Safety leads to stable, adaptive, confident teams, where everyone feels they belong and all energies are devoted to facing the common enemy and seizing big opportunities.
As he did in Start with Why, Sinek illustrates his ideas with fascinating true stories from a wide range of examples, from the military to manufacturing, from government to investment banking.
The biology is clear: when it matters most, leaders who are willing to eat last are rewarded with deeply loyal colleagues who will stop at nothing to advance their leaders vision and their organizations interests. Its amazing how well it works.
Synopsis
Dr. Peter Fuda answers the question: what makes certain leaders so much more successful than others? After studying CEOs who had dramatically succeeded at transforming themselves, their leadership teams, and their organizations, he outlines seven leadership metaphors that can create significant, lasting improvements in any organization.
Synopsis
How does a good manager become a great leader? Ask around in business circles and youand#8217;ll get a thousand different answers. But now, internationally renowned leadership expert Dr. Peter Fuda has created a single, coherent roadmap for leadership effectiveness in
Leadership Transformed.and#160;
After more than a decadeand#8217;s research and practice, Dr. Fuda shares the seven common themes that have enabled hundreds of CEOs around the world to transform themselves into highly effective leaders, and transform the performance of their organizations as well. Through his work, Dr. Fuda discovered that the best way to elicit deep and broad discussion of the seven leadership themesand#8212;and to describe the CEOsand#8217; mastery of what they had learnedand#8212;was through metaphor.
and#160;
Fireand#8212;motivational forces that initiate and sustain transformation efforts.
and#160;
Snowballand#8212;mutual accountability, and the consequent momentum that occurs when a critical mass of leaders commit to shared leadership principles.
and#160;
Master Chefand#8212;leadership frameworks, tools, and strategies that can be and#8220;artfullyand#8221; deployed.
and#160;
Coachand#8212;how a and#8220;coaching staffand#8221; can collectively help leaders achieve their aspirations.
and#160;
Maskand#8212;leaders can shed the heavy burden of wearing a mask in favor of a more congruent and#8220;best self.and#8221;
and#160;
Movieand#8212;leaders can develop critical capabilities of self-awareness and reflection.
and#160;
Russian Dollsand#8212;how a leaderand#8217;s personal journey can align with the journeys of his or her colleagues and organization.
Synopsis
When customers are deciding to buy, they have one focus: they want to know WIIFM (Whats In It For Me). The Power of Why reveals to readers everywhere how to bring consumer-centric marketing to their own organization.
Synopsis
Win and keep customers by speaking to what they want to buy instead of what you want to sell. The Power of Why shows readers how to elevate their business performance in todays marketplace. As Weylman explains, customers dont care if a business is different or that its products are unusual. Trumpeting achievements like “We were voted #1 again” or “Rated best service three years running” doesnt engage buyers emotionally. Its seller-centric thinking in a buyer-centric world.
When customers decide where to buy, they have one thing in mind: Why should I do business with this company? Will it solve my problem, today? Buyers want to do business with companies willing to make a customer-centric promise of expected outcome: up-front, unconditional, and unqualified. This is not just a slogan; its the companys DNA, consistently delivered through all parts of the organization. Think Tax Masters, whose promise—“We solve your tax problems”—couldnt be more buyer-centric. And they deliver.
With the same actionable, hands-on strategies Weylman has used to help companies of all sizes grow in the toughest conditions, The Power of Why is the new manual for business survival and growth.
About the Author
BOB GARFIELD is the cohost of NPRs
On The Media and a columnist for MediaPost. Previously at
Advertising Age, he has been a prominent commentator on and analyst of advertising and marketing for thirty years. His previous books include
The Chaos Scenario. He lives outside Washington, D.C.
DOUG LEVY is the founder and CEO of MEplusYOU, a leading strategic and creative agency that believes authentic relationships fuel astonishing brands. This is his first book. He lives in Dallas.
Join the conversation at cantbuymelike.com
Table of Contents
Contents Acknowledgments ix
Foreword xi
PART ONE—DEFINING YOUR UNIQUE VALUE PROMISE
1. Why Asking “Why?” Will Work for You 3
2. What Is the Unique Value Promise? 13
3. How Consumers Define and Respond to Your Unique Value Promise 25
PART TWO—SIX STEPS TO BREAKING OUT IN A COMPETITIVE MARKETPLACE
4. Step One: The Rules of Engagement 41
5. Step Two: Crafting Your Promise 54
6. Step Two: Getting Your Organization on Promise 61
7. Step Three: Marketing Your Distinction 76
8. Step Four: Advantage-Based Selling 103
9. Step Five: Exceeding Expectations in Customer Service 119
10. Tales from the Front Lines 135
Epilogue: Go Forth and Knock Em Alive 151
Further Study and Inspiration 154
Index 157